2011 Winners & Shortlists

The Campaign

The summer temperatures in Dubai can reach over 50˚C so parked cars become hot very quickly. As the saying goes 'it's so hot you could fry an egg on the bonnet': so we did. We made 15,000 replica fried eggs and placed them on parked cars, getting people to really think about stepping onto a chilled metro instead of a boiling hot car. This alone generated multimedia coverage on TV, radio, press and online but we hadn't finished. We had chefs cook eggs for real on car bonnets, drawing crowds to get our metro message. We placed fake car ads with eggs on them in car classified magazines and we even egged digital cars online on a popular car classified site.

Success of the Campaign

All media awareness among car users contributed to an 8% rise in the use of the Metro during the months of August and September. Here are some online stats... Usually a car that is advertised for sale on Dubizzle gets on average 160 clicks. Our egged cars received on average 1,460 clicks. Who'd have thought 25 eggs could generate a total of 35,624 clicks - an increase of 900%.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

First we egged 15,000 parked cars with our magnetic fried eggs, generating a media frenzy that saw our eggs appear on national TV stations, in full page press articles, online news and blog sites that included a barrage of Facebook posts, where people discussed the silly temperatures because of our 'LOL' real fried eggs. While the RTA's phone rang off the hook with media enquiries about their eggs we took to the streets once more, this time cooking fried eggs for real on car bonnets and selling them to punters on the street, kindly reminding the crowds through poster signage of the cool temperatures on the metro at our car cooking stations. We decided it wasn't just real cars that were fair game so we egged car classified magazines - 'BBC Top Gear ME magazine' and 'Car Middle East'. Our eggs were proving popular so we egged digital photos of cars on the very popular online car classified site Dubizzle all of which were accompanied by our metro message.